Page 8 - Tusculum University Style Guide

Version: September 17, 2019 Version: September 17, 2019
GRAPHIC IDENTITY AND WHY

PHOTO POLICY

Tusculum University Identity Guidelines IT IS IMPORTANT TO TUSCULUM UNIVERSITY

To whom do the Identity Guidelines pertain?
The Office of Marketing, Athletics Communications Office in collaboration with the Office of Information Systems,
maintains oversight of all photos used to represent the University. Anyone who maintains a Tusculum University
Every program, department or entity associated with Tusculum University should comply with these guidelines.
webpage for a department must be sure to use photos that are approved by the Office of Marketing, Athletics
Communications Office or the Webmaster (Office of Information Systems) before publishing them to the Tusculum This includes any external organizations working with or contracted by Tusculum University. Incorporating
Tusculum University’s visual identity guidelines not only enhances the image of the institution, but also connects
University website. Any photos not in accordance with this policy will remove or replaced
individual programs and departments with the mission and messages of Tusculum University.
Photo Guidelines A strong visual identity helps Tusculum University effectively connect with key constituents through repeated use of
Print and Media
graphics, typefaces and messages on all printed materials and on the University’s website. How Tusculum University
Do not use any photos that indicate “Tusculum College” (other than permanent structures not being changed to opts to consistently and professionally present the institution in its visual messages plays an important role in
University).
establishing the University’s brand identity. By developing clear brand identification with its constituents, Tusculum
Do not use any image with vulgar gestures or clothing with vulgar graphics. University will improve its recognition level locally, nationally and abroad. Putting forth a clear brand image is also
Do not use images that you have taken from the internet.
critical to the University’s ability to effectively promote its programs, services and priorities to members of Tusculum
University’s internal and external communities.

Web
Identity guidelines also convey an impression of cohesiveness and coherence, which promotes a consistent visual
Photos should be sized appropriately for the web. Very large photos can slow down and disrupt our visitor’s browsing standard of professionalism. The guidelines help eliminate any clutter and visual confusion in communication messages
experience. Be sure you use images that are no more than 72 dpi. (For assistance, email kacarter@tusculum.edu.)
and graphics for audiences.

File formats accepted are JPEG, PNG.

Any files posted to the Tusculum website should be approved by the Office of Marketing, School or College Dean or
area Director. Tusculum reserves the right to remove or replace photos uploaded to the website.

TYPOGRAPHY

VIDEO NEEDS Tusculum University Identity Guidelines

Approved Typefaces
The Offices of Marketing & Communications do not provide video recording for meetings/presentations. The
University’s Office of Information Systems has the ability to assist you with these needs. They can also provide
Official University communications such as letters and memos will use a classic serif font such as Times, Times New
guidance on using Zoom in order to live stream or record meetings/presentations. Roman or a classic sans-serif font such as Arial. Novelty fonts are not to be used for any letters or memos.

The Tusculum University logo uses a modified La Gioconda small cap font. DO NOT ATTEMPT TO RECREATE
THE LOGO. This font can be used on certificates or awards created by the Office of Marketing upon requests via the
online request form www.tusculum.edu/marketing-request.

The Tusculum University Athletic logo uses Upbolters font. DO NOT ATTEMPT TO RECREATE THE LOGO.
This font can be used on certificates or awards created by the Athletics Communications office upon request.

The Tusculum University website typically uses sans-serif fonts. Because Windows, Macs and Linux treat fonts
differently, it is nearly impossible to get complete typeface uniformity across all browsers and platforms.